Global Marketing

GLOBAL MARKETING

MSc Marketing MKT724 (19288)

Semester 2: 2021-2022 Level 7

Company: Origin Digital Country: Norway

Group Report

Clauzianne Araujo - 10179925

Fernanda Arthuso - 00030991
Muhammad Hussain - 10166689
Tanvir Hossain - 10158122
Tauseef Jamal - 10152824
Table of Contents
1- INTRODUCTION.................................................................................................................................1
2- ORIGIN DIGITAL, COMPANY OVERVIEW..........................................................................................2
2.1 - INTERNAL ANALYSIS USING MCKINSEY 7S.................................................................................2
2.2 - COMPANY’S SWOT ANALYSIS:...................................................................................................3
2.3 - PRODUCT PORTFOLIO................................................................................................................4
2.4 - MINI PESTLE - UK.......................................................................................................................5
3 - PESTLE ANALYSIS OF 4 POTENTIAL COUNTRIES.............................................................................6
3.1 - PESTLE – NORWAY.....................................................................................................................6
3.2 - PESTLE - THE UNITED ARAB EMIRATES......................................................................................8
3.3 - PESTLE - BRAZIL.......................................................................................................................10
3.4 - PESTLE -MEXICO......................................................................................................................11
4 - RATIONALE FOR COUNTRY OF CHOICE - NORWAY.......................................................................12
4.1 - NORWAY’S HOFSTEDE CULTURAL DIMENSIONS......................................................................12
5 - MICROANALYSIS FOR THE SELECTED COUNTRY............................................................................13
5.1 - PORTE’S FIVE FORCES – ORIGIN DIGITAL.................................................................................13
5.2 – TRENDS IN THE MARKET.........................................................................................................14
5.3 - COMPETITOR'S ANALYSIS TABLE (COULD BE INCORPORATED INTO FIVE FORCES ANALYSIS). 14
06 - MARKETING STRATEGY................................................................................................................14
07 - CONCLUSION:...............................................................................................................................16
08 - RECOMMENDATIONS..................................................................................................................16
09 - REFERENCES:................................................................................................................................18
10 - APPENDICES:................................................................................................................................21
Word count without cover page, references, appendices: 5060

1- INTRODUCTION

Global marketing entails planning, producing, placing, and promoting a company's

products and services globally to reach new customers and gain market share
(Green and Keegan, 2020). Organisations that enter a foreign market work in an
environment of opportunities and threats; for this reason, it is necessary to create
suitable marketing strategies to compete with other companies while providing value
to customers, see appendix 01 for the process model of international marketing
(Bradley, 2005). Increasing competition has driven most businesses to go online and
be global, whether intended or not, making the market far more competitive and
challenging (Costa and Castro, 2021). Five years ago, what would have taken place
has already taken place considering covid. As a result, everyone is leveraging digital
marketing to stay competitive.

To flourish under different circumstances, companies must develop the agility to

adapt quickly to various scenarios (Costa and Castro, 2021). To do this, companies
must be proactive and apt in identifying trends that could affect their business. It is
argued by the researchers that trends do not always materialise, and unforeseen
events may occur (Schlegelmilch, 2022). However, decision-makers will have a
better chance of taking advantage of the opportunities presented by anticipating
these trends and minimising their potential threats by considering how they will affect
them. We will conduct a Mini-PESTEL analysis in this report to analyse how Origin
Digital responds to changes in the digital marketing and consultancy industry. The
SWOT analysis will also be conducted to help determine a better strategy for
minimising the effects of threats and weaknesses on Origin Digital's business
operations and optimally utilising the companies' strengths and opportunities.
Following the analysis, we will explore three different markets using PESTEL,
Porter's Five Forces, and Competitive Analysis to draw a comparison and select one
country for our client to consider entering.
2- ORIGIN DIGITAL, COMPANY OVERVIEW
Origin Digital is an advertising, marketing, and consulting agency based in Belfast, UK,
recently expanded into the US. Jerry Staple founded the agency in 2006. The company
consists of 99 people, including designers, technologists, and strategists. They handle a
range of projects, such as managing campaigns, creating applications, and developing
websites and online products. Origin Digital has annual revenue of £20 million, while the
market leader's revenue (Salesforce.com) in the industry is close to £23 billion. Among
Origin Digital's main competitors, Salesforce.com is the market leader, while other
competitors are Ideatelabs, Whitefish Marketing, Liberty Marketing, and The Distance.
(Reference)

2.1 - INTERNAL ANALYSIS USING MCKINSEY 7S

Strategy: Origin Digital follows a focus-cost leadership strategy in the UK and USA markets.
Though there is a sharp decline in revenue in 2020 (Q1), the preceding quarters of 2021
show a regular graph. Thus, the decline is due to Covid-19, and the strategy is still working
for the business.

Structure: Origin Digital is a private limited medium-size digital marketing and consultancy
company. The company uses a flat organisational structure that allows faster communication
and reporting from employees' perspectives, moreover, the monitoring and control from the
top management's perspective.

Systems: The primary process of Digital Origin involves the development and design of
business solutions for its clients. The creative department consisting of field experts first
understands customer needs and then proposes workable solutions. The accounting and
finance department plays the role of liaison. The marketing department works towards
developing and running company campaigns and monitors return on investment. The flat
organisational structure, clear delegation of authority, and division of work make it easy for
the leadership to track progress.

Skills: Apart from necessary skills-sets to perform the required organisational roles, the
company managed to hire and retain tech experts having diverse backgrounds, e.g.,
business analytics, Search Engine Optimisation expertise, marketing expertise, etc. The
diversity of the skills allows Origin Digital to cater to clients from various industries. It also
gives them a competitive advantage over their competitors.

Staff: Reportedly, there are 99 employees on the company's payroll. The information
regarding current staffing requirements and the gaps between current and required
resources is also unknown to our group; thus, we are in a weak position to comment or
suggest.

Style: The leadership of Origin Digital is a mix of transformation and participative leadership
style where there is a clear sense of employees' motivation, teamwork, emotional bonding
among employees, and a decent degree of productivity.

Shared Values: The company's values are driven by the passion for working closely with
clients to help them transform their businesses and bring them closer to their target markets.
Origin Digital focuses on helping its clients create valuable connections with their target
audience by providing technological and strategic business solutions. It is achieved through
running campaigns, building apps, designing websites, and developing digital products as
per clients' needs. (References)

2.2 - COMPANY'S SWOT ANALYSIS:

Identifying and minimising potential risks for a future potential new market expansion
requires an analysis of Origin Digital's strengths, weaknesses, opportunities, and threats.

Strengths: One of the key strengths that Origin Digital has is the experience of working with
clients of diverse industries ranging from the financial sector, including small banks and
insurance and investment companies (News, 2021). Their clients come from the food,
farming, broadcasting, and theatre industries. Secondly, they also have their offices in the
US and UK, which gives them the advantage of having experience working in both the UK
and US markets.

Weakness: The initial assessment of Origin Digital's operations gives the impression that
they are over-reliant on WordPress templates. Moreover, our literature review indicates no
evidence of a clear market segmentation strategy (Origin Digital, 2021). Origin Digital has
featured itself in various electronic media forums; however, different electronic news forums
have published the same article. Thus, while making all the effort and investing all that time
and resources in featuring itself on such reputable forums but not realising the importance of
providing separate text for different forums indicates no realisation of its importance which
we believe is a weakness on Origin Digital's part (digitaldna.org, 2021; News, 2021;
Zoominfo, 2021).

Threats: High rivalry, fierce competition, fast-changing technology, and ever-evolving

regulatory policies are some of the key threats facing organisations in the digital marketing
industry; Digital Origin is no exception to these challenges and will have to develop the
required agility and continue operating in the industry (Pandey et al., 2020).
Opportunities: The increasing demand for marketing technology is one of the opportunities
offered by various markets is one of the significant opportunities because the post-pandemic
situation forced businesses to go online and reach customers. Thus, the digital marketing
industry became far more critical for other traditional companies operating locally, nationally,
and internationally (Royle et al., 2020). Furthermore, governments support policies (rather
incentives) to facilitate businesses to go online (Cluley et al., 2020).

2.3 - PRODUCT PORTFOLIO: (References)

2.4 - MINI PESTLE - UK

Political:

The UK have a parliamentary constitutional monarchy with Queen Elizabeth II as a

Head of State and Prime Minister Boris Johnson as Head of Government. In the
United Kingdom, the rule of law is categorised as high, the control of corruption is
ranked as strong. Also, their regulatory quality is considered very high, and the risks
of violence and terrorism are hated a weak due to its political instability (Staffa et al.,
2021a). According to The International Trade Administration (2022a), the UK is a
World Trade Organization (WTO) member.

Economic:
The UK fiscal deficit in 2018 was 1.7% of GDP. From 2020 to 2025, their GDP is
forecast to increase by 2.9% p.a. The inflation rate in 2021 was 2.3 per cent. In
terms of business, it takes 4.5 days to start a new business. The unemployment rate
was estimated at 5.38% in 2020. In 2019, the inward FDI amounted to US$59,137.1
million. The eCommerce has produced the highest digital revenues in 2020, with
US$97,031m and a share of 75.9% Total labour force increased to 35.1 million in
2020. In 2020, the digital media market revenue accounted for US$12,558.4 (Staffa
et al., 2021a)

Social:

According to (Staffa et al., 2021a), the UK has a very high level of human
development in global comparison; their population rate is projected to reach 72.5
million by 2040. In England and Wales, there were 613,936 live births in 2020, with a
decrease of 4.1% compared to 2019 (Office for National Statistics, 2022). Hofstede
Insights (2022) highlights that the UK is amongst the highest individualist countries.
At a score of 35, it is in the lower rankings of power distance; at 66 scores, they are
considered a masculine society. At 35, they hank a low score on uncertainty
avoidance.

Technology:

In 2020, the UK ranked the 10th highest internet penetration globally with 93%, with
5G availability. Thus, there were around 118 mobile cellular subscriptions per 100
individuals (Staffa et al., 2021a).

Legal:

With concern to the rule of law, in a comparison of 209 countries, the UK scored 19.
The EU and UK Trade and Cooperation Agreement established between them
create preferential agreements in trade in goods and services, intellectual property,
digital trade, etc. (European Commission, 2022). Foreign nationals must apply for a
work and residence permit.

Environmental:

The UK had the 17th highest CO emissions in 2019. Moreover, compared to the
continent's average, the country has a higher share in renewables (Staffa et al.,
2021a). There are numerous environmental laws in the UK, and two of them that can
directly affect business are first the Planning and Energy Act 2008. It allows planning
authorities in England and Wales to impose requirements on local planning
applications regarding energy use and efficiency. And secondly, is Energy Act 2020
in which requires energy providers to meet energy efficiency requirements including
carbon emissions reductions and home heating costs reductions (Field.org.uk,
2018).

3 - PESTLE ANALYSIS OF 4 POTENTIAL

COUNTRIES

3.1 - PESTLE – NORWAY

Political:

They are a parliamentary constitutional monarchy. Norway has a high rule of law and
strong control of corruption. Thus, they have a great relationship with various
countries and are members of EFTA and NATO. They have a concern with anti-
immigration views but has a stable political system. Their political and economic
stability attracts new foreign companies, which make an opportunity for Origin Digital
(Staffa et al., 2021b)

Economic:

As per purchasing power parity (PPP) it comes in the world's wealthiest economies.
In 2020 the GDP of Norway was estimated at US$396.6 Billion (see appendix 02)
and is predicted to rise by 2.5 per cent till 2025 (see appendix 03). Norway's inflation
rate in 2020 was 1.3% and is projected to increase to 2% by 2025 (see appendix
05). 7400 foreign companies are operating in the country. Thus, 20 percent of
Norway's employment is through foreign companies. In 2020, the unemployment rate
in Norway was estimated at 4.50% (see appendix 04). Norway generated the highest
digital revenue in 2020 through eCommerce, providing an excellent chance for Origin
Digital to play its role in enhancing eCommerce and traditional businesses of Norway
through its services. (Staffa et al., 2021b).
Social:

By 2040, the Norway population is estimated to scope 6.3 million (see appendix 06).
The per capita income was higher than the regional average, at US$83,584.3. The
Human Development index puts more stress on people's competencies to be the
standard for measuring a country's growth than just the economic progress.
Norwegians support equal rights and openness, including social, gender and
economic equality. Norway offers the highest quality of work benefits. It's no surprise
that many IT companies seek to grow in Norway (Staffa et al., 2021b). With such a
progressive country Origin Digital can attain extreme work and social benefits and
set a benchmark of work performance in the digital marketing industry. There are no
extreme threats that can affect an enterprise expanding its business operations.

Technological:

Norway started developing its strategies to bring digital transformation. Norwegians

are now more interested in technology for their future prosperity and well-being.
Start-ups, unlike in other countries, can grow naturally, keeping their independence
to attain a high degree of success. National cash reserves of roughly £1 billion
obtained from the oil wealth benefit the country to spend on technology
advancement. Because many international digital businesses are establishing offices
around Norway, the technological environment in the country will be profitable for
Origin Digital to progress. (Staffa et al., 2021b).

Legal:

The country contributes to thirty preferential trade agreements. Trade-weighted

average tariff rate of 3%. Economy gains from international investments. Thus,
foreign businesses must register with the authorities, state information about their
personnel, pay tax, give tax returns, and get tax evaluation notifications to operate.
Every international business requires an organisation number for foreign trade
(NUF). Therefore, it has a favourable business environment for Origin Digital (Staffa
et al., 2021b).

Environmental:
According to The International Trade Administration (2021b), they are leaders in the
consumption of green technology, compared to the average of the continent, have a
lower share of renewables. It agrees with various foreign commitments to decrease
emissions (such as sulphur, nitrogen oxides and carbon dioxide). They set a goal of
being carbon-neutral in the coming thirty years (2050) and proposed a strategy to
eliminate gas emissions. In addition, they intend to enhance the manufacture of
electric vehicles (Staffa et al., 2021b).

3.2 - PESTLE - THE UNITED ARAB EMIRATES

Politic
The United Arab Emirates are a federation of monarchies. The rule of law in the
United Arab Emirates is relatively high. Control of corruption is rated as rather
strong. Regulatory quality in the United Arab Emirates is on a very high level. Weak
risks of violence and/or terrorism due to political instability (Statista, 2022a). There is
regulatory solid and political control of media content, and even foreign publications
are censored before distribution (BBC, 2020).
Economic
UAE ranks first among others countries about attracting foreign direct investment in
the Middle East (ME) and Africa region. The UAE has established several free trade
zones that offer benefits: (renewable) 15-50 year tax holidays, no restrictions on
foreign ownership, no restrictions on capital and profit repatriation, and an exemption
from import duties on goods brought into the zone (Deloitte, 2021). The country had
GDP rates of over 40,700 US dollars in 2018. Real GDP is forecast to increase by
2.2% p.a. from 2020 to 2025. It takes 3.8 days to start a business in the UAE
compared to the regional average of 19.1 days. The estimated unemployment rate
was 2.93% in 2020 and is projected to be 2.69% in 2026 (Statista, 2022a).
Social
In global comparison, the United Arab Emirates has a very high level of human
development. They had approximately 9.28 million inhabitants in 2020. The majority
of the total population are expatriates. In 2019, the crude birth rate in the United Arab
Emirates amounted to 10.22 live births per 1,000 inhabitants (Statista, 2022a).
Technological
95.4% used the internet, and there were 202.5 mobile cellular subscriptions per 100
people. They had the 2nd highest internet penetration in the world in 2020. Etissalat
and DU are 5G network operators active in this country. In a world that is becoming
increasingly connected, 5G technology brings some advantages due to higher
speed, increased bandwidth, and enhanced capacity compared to LTE networks.
Since 5G will also speed up the Internet of Things, it will be essential for optimising
automated production processes (Statista, 2022a).
Environmental
This country had the 30th highest CO2 emissions in 2019. This country had the 6th
highest CO2 emissions per capita in 2019. In a 2019 global comparison, the United
Arab Emirates had high exposure to particulates. Compared to the continent's
average, the United Arab Emirates has a lower share in renewables (Statista,
2022a).
Legal
They established Free Zones for general or industry-specific activities to encourage
foreign investments. Most foreign nationals entering the UAE to conduct ordinary
business activities require a business visa (Deloitte, 2021). Inward FDI amounted to
US$13,787.5 million in 2019. Foreign nationals account for over 95% of the private
sector workforce (Statista, 2022a). The legislation bans the dissemination of online
material that can threaten "public order". It provides for prison terms for those who
"deride or damage" the reputation of the state and "display contempt" for religion
(BBC 2020).

3.3 - PESTLE - BRAZIL

Political
Brazil is a federal presidential republic with 26 states and 1 federal district. Member
of the United Nations, the OECD, BRICS, Mercosul, G20, WTO, World Bank,
International Monetary Funds, etc. Control of corruption is rated as medium. There
are moderate risks of violence or terrorism due to political instability (Staffa et al.,
2021c).
Economic
Total real GDP US$1,991.2bn. The economy advanced by 1.6% year-on-year in the
fourth quarter of 2021. They are one of the world's most crucial coffee-producing.
Inward FDI amounted to US$71,989.3 million in 2019. Brazil's unemployment rate in
2020 will be 13.371 per cent. (Staffa et al., 2021c)
Social
Population projected to reach 229.1 million by 2040. In global comparison, Brazil has
a high level of human development; however still have issues such as a poor
healthcare system, insufficient housing, a failing educational system (Staffa et al.,
2021c).
Technological
The tech industries of mobile, software and web development are all booming. They
are one of the world's largest consumer markets for information and communication
technology (ICT) and its fifth-largest internet and mobile phone user. In addition, the
population is very engaged on social media platforms (Staffa et al., 2021c).

Environmental
They have issues with oil spills, water pollution, air pollution. In 2019, they had the
76th highest CO2 emission per capita. However, they have stunning beaches,
desserts landscapes, ancient historical landmarks, and good weather, making them
one of the most visited countries in the world (Staffa et al., 2021c).

Legal

The legal system does not compel enterprises to have an employment contract.
However, the government encourages foreign investment in various areas, such as
investments in transportation, private security, nuclear energy, financial institutions
(Staffa et al., 2021c).

3.4 - PESTLE -MEXICO

Political
Mexico is a federal presidential republic democracy. The rule of Mexico is rather low.
The control of corruption is rated as rather weak. Regulatory quality is at a medium
level. The risks of violence and terrorism is moderate (Staffa et al., 2021b).

Economic
They are a member of the G20 and are the 15th biggest economy globally. They had
a fiscal deficit of 1.9% of GDP in 2018. The household consumption expenditure is
lower than the regional average. It takes 8.4 days to start a business in Mexico. In
2020, total services related exports amounted to US$16.9 billion (Staffa et al.,
2021b).

Social
Population project to reach 149.8 million by, 20140. The life expectancy for men is
75 years and 80 years for women. Their consumers spend the most on "food, non-
alcoholic beverages". In addition, 62.8% used the internet, and there were 96.4
cellular subscriptions per 100 people (Staffa et al., 2021b).
Technological
62.8% of the population used the internet, and there were 96.4 cellular subscriptions
per 100 people. With 18.8bn and a share of 63.3%, eCommerce generated the
highest digital revenues in 2020. They had the 86th highest internet penetration in
the world in 2020 (Staffa et al., 2021b)
Environmental
They had the 14th highest CO2 emission In 2019. They have a lower share in
renewables. In a global comparison, Mexico had a high recurrence of extreme
weather events (Staffa et al., 2021b)
Legal

The Mexican labour laws protect employment rights. Employers must provide their
workers with a written contract. Discrimination against any worker based on gender,
age, disability, race, nationality, religion, social and marital status and sexual
preferences is prohibited in Mexico (Staffa et al., 2021b).

4 - RATIONALE FOR COUNTRY OF CHOICE -

NORWAY

Norway is the most suitable country for expanding Origin Digital as the Nordic work
environment is strong and stable, capable of competing with Germany, the United
States, France, the United Kingdom and so on (Mutonyi, et al., 2020). As compared
to other European countries, Norwegian Information Technology businesses charge
higher prices for their services, highlighting the significance of the overall business
practices and customer investments. Norway had a fantastic opportunity to expand
in the tech-driven economy due to the oil crisis (Lipkova and Hovorkova, 2018).
Norway has the potential to become a premier IT centre in northern Europe. The
Norwegian IT industry is well-positioned to alter things on a global scale. It
is competing with those from other nations in time management, innovation, e-
commerce and digital marketing, propelling the entire industry forward even quicker.

4.1 - NORWAY'S HOFSTEDE CULTURAL

DIMENSIONS

Norway marks low on power distance, following the characteristics of being

independent, supervisors' reachable, training leaders available, equal opportunities
and rights for all, management assists and empowers employees (Lofquist and
Matthiesen, 2018). Decentralised power encourages direct communication.
Everyone has a right to participate and share views. It is considered an individualist
society. Individual personal viewpoints are respected and communicated. Leaders
concentrate on individual management. Nepotism is not tolerated, and feedback is
clear (Engen, 2021). Norway is the second most feminine society. Culture's gentle
aspects are cherished and fostered. It is vital to protect the environment. Societal
solidarity is essential. Time off and work flexibility are preferred incentives.
Developing insight through conversation is appreciated. The emphasis is on well-
being rather than status (Barrett and Dailey, 2018). Norway does not show any
interest in uncertainty avoidance. For the long-term orientation dimension,
Norway's culture is more normative. They have high regard for tradition. A strong
desire to get immediate results as compared to investing for the future. Norway
scores intermediate in indulgence dimension (Mikhaylov, et al., n.d.)

5 - MICROANALYSIS FOR THE SELECTED

COUNTRY

5.1 - PORTE'S FIVE FORCES – ORIGIN DIGITAL

The threat of Substitute (high): Independent consultants and freelancers have

increased and become a significant competitive force for Origin Digital (Consultancy,
2019). They are providing similar services, so there is a chance that the customers
of Origin digital can walk away and try their services.

Supplier's Power (moderate): There are many companies in this sector. If a supplier
raises its pricing, an organisation will likely seek out another provider making their
power low. But Origin Digital suppliers are their employees, so if they somehow
threaten the company, the power can be moderate.

The threat of New Entry (high): It is easy to enter this market, and there are a lot of
rivalries in today's globalised world (Woodall, 2017). Origin Digital will have to
confront a lot of competition in the new environment, which it has never faced before
in the domestic market.

Buyers' Power (moderate): There are many consumers of origin digital products.
But it can be changed if the buyers start to change for new services available; it will
moderate their bargaining power because competitors offer a wide range of similar
products at reasonable prices.

Rivalry (high): Several organisations are providing digital services to maximise the
efficiency of commercial actions in the business environment. The digital economy
has contributed to intensifying the competitiveness where digital marketing became a
key factor of growth and consumer loyalty (García et al., 2019). This intense
competition makes rivalry among firms high. Origin Digital's main competitors are
Salesforce.com, Ideatelabs, Whitefish Marketing.

In conclusion, we've thoroughly examined how Porter's five factors apply to Origin
Digital. How it impacts it in every way Because of its dominance and significant
market share, these external influences have little impact on Origin Digital.
Competitors like Ideatelabs, Whitefish Marketing, Liberty Marketing, The Distance,
Matrix Internet, Civic, Sequence, Torchbox, and others confront similar challenges,
but their impact differs from Origin Digital. Porter's model is beneficial for any
business since it thoroughly examines a company's danger of new entry, buyers,
suppliers, competitors, and alternatives.
5.2 – TRENDS IN THE MARKET

Marketing Trends (99designs 2022)

 Focus on audience
 Content segmentation
 Personalisation

Customer trends (Linchpin SEO, 2022)

 Time with mobile devices increased by consumers

 Demand personalisation continues for consumers

5.3 - COMPETITOR'S ANALYSIS TABLE (COULD BE

INCORPORATED INTO FIVE FORCES ANALYSIS)

06 - MARKETING STRATEGY
Competitive Strategy: Origin Digital is heavily reliant on differentiation Focus Strategy to
the extent of both UK and USA markets. The company is targeting a specific segment of
SMEs that are resilient to change/transformation or is in the process of it. These clients are
offered a wide variety of products and services required for transformation. Since the
transformation is a process and not a one-time activity, Origin Digital takes advantage of
being relied upon by the client through this process. Their strategy of targeting unique
segments, engaging clients for long term business activities, and providing diverse tech and
business solutions makes them a formidable competitor in the market. (References)

Market Segmentation: Since Origin Digital is a Digital Marketing and Consultancy firm, we
proposed a mix of geographic and firmographic market segmentation strategies for entering
Norway. In the first phase, Origin Digital should do geographic segmentation to find
geographic zones with favourable economic and technological indicators for entering the
market. Following geographic, we propose a Firmographic segmentation strategy because
Digital Origin is a B2B firm, it provides services to other SMEs. Herefore, it's essential to
develop client personas for the firms that have the capacity and intent to be the potential
buyers (Singh Minhas and Jacobs, 1996; Barry and Weinstein, 2009). Firmographic
Segmentation strategy would allow Origin Digital to run more customised marketing
campaigns and improve its conversion rate.

(References below)

TARGETING: Origin Digital analyses the profits, revenue and market size of each segment.
Segment (A) has profits of £8,200,000 and segment B £4,300,000 and C £ 4,050. So, they
decide to focus on segment A after confirming that the segment size is big enough.

POSITIONING: Origin Digital markets itself as the "best digital agency for small and medium
enterprises" (Segment A/B). It hosts frequent marketing campaigns on Facebook and
LinkedIn to reach its desired audience because these are the channels that these target
consumers tend to be more active (see appendix 07) (Statista, 2022b,c,d). Companies in
Norway confirmed that digitalisation would strengthen the value of their enterprise to a very
large level. Then, they create a monthly, tailored e-newsletter full of attractive and innovative
content ideas.

PRODUCT ADAPTATION: The service will adhere to the Norway government laws for
digital marketing and be tailored according to local needs and preferences.

PRICING STRATEGY: Competitor based price= By analysing the competing services, the
price will be set at local competition price.

DISTRIBUTION: Social Media Marketing Platforms. Main on Facebook and LinkedIn, as

these are most effective for these business models (see appendix 07) (Statista, 2022b,c).
Also, email marketing, search engine optimisation (SEO) marketing will be used.

COMMUNICATION: To build a valuable relationship with the right audience, a solid social
media campaign will be adopted, as in Norway, the daily media usage by its population is
ranked about 92% (see appendix 07) (Statista, 2022d).

MARKET ENTRY STRATEGY: Franchising = The company will licence the business, giving
the right to use the brand name, services, and management services.
07 - CONCLUSION:
• This document aims to explore the feasibility of expanding digital Origin's operations
to other world regions.

• Origin Digita is already working in UK and USA markets, Operating from Belfast,
Ireland, and New York.

• The company's initial analysis indicates that It is ( OD) is a flat structured

organisation with dynamic leadership, where employees are from diverse expertise
collaborating in small groups to achieve organisational goals.

• The PESTLE analysis of Brazil indicates that the economy is favourable, and social
and legal factors are not encouraging.

• Considering The PESTLE analysis Of UAE indicates that Legal factors are
favourable; however, market saturation is saturated, and competition is too high.

• Considering The PESTLE analysis of Norway indicates that High Contribution of E-

commerce and digital revenue in GDP are favourable circumstances; however, the
current Ukraine-Russia war affects the world and Europe, and thus momentarily, the
financial indicators are adversely affected.

• Despite that, Norway becomes suitable because the environmental analysis of

Norway is more ideal considering the internal analysis of OD; Norway becomes a
convenient option because the opportunities in the Norwegian Market can be
capitalised with the resources, capacities, capabilities that Origin Digital has.

08 - RECOMMENDATIONS (also about marketing entry strategy for Origin)

For an in-depth analysis and clear direction, it's important to have many relevant data. The
lack of data negatively affects the quality of this document. Thus, it is recommended to
conduct baseline surveys in various areas to draw better assessments.

From a design perspective, the company needs to rely less on template-based designs
(systems & Skills)

The company should consider the inclusion of SEO specialists in their ranks. (skills & staff).

English is the main language in both UK and USA; however, to venture out into other
regions, language could be a factor that needs to be considered (skills and staff).
There are areas in our report where more factual information/ data would have improved the
quality of this document; however, the limited available resources restrict a more robust and
indent assessment. For an in-depth analysis and clear direction, it's important to have many
relevant data. The lack of data negatively affects the quality of this document. Thus, it is
recommended to conduct baseline surveys in various areas to draw better assessments.

From a design perspective, the company needs to rely less on template-based designs
(systems & Skills)

The company should consider the inclusion of SEO specialists in their ranks. (skills & staff).

English is the primary language in both UK and USA; however, to venture out into other
regions, language could be a factor that needs to be considered (skills and staff).

There are areas in our report where more factual information/ data would have improved the
quality of this document; however, the limited available resources restrict a more robust and
indent assessment.
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10 - APPENDICES:

01 - Process model of international marketing (Bradley, 2005).

02 – Norway GDP in billion US$ (Staffa et al., 2021a)

03- : Real GDP is forecast to increase by 2.5% p.a. from 2020 to 2025 (Staffa et al.,
2021a).

04 - The estimated unemployment rate was 4.50% in 2020 and is projected to be

3.75% in 2026 (Staffa et al., 2021a).

05- Norway's inflation rate is projected to increase from 2020 to 2025 (Staffa et al., 2021a).
06 - Population projected to reach 6.3 million by 2040 (Staffa et al., 2021a).

07 – Usage of Digital Marketing in Norway (Statista, 2022b,c,d)